Consumer Perspective Of Corporate Reputation Quantitative Evaluation Model

After the competition of price, quality and service, some scholars point out that the next field of competition is the competition of corporate reputation. Corporate reputation has been drawing more and more people's attention in recent years. Establishing and managing corporate reputation are becoming the common voice of many companies. The evaluation system of corporate reputation is the foundation of the research. In past researches, some scholars have argued that corporate reputation can effect customer's behavior and promote their loyalty. So this dissertation focuses on how customers evaluate corporate reputation from their point of view. The content of this dissertation includes two parts: the indexes and their weight.In the aspect of the indexes, the dissertation adopts the layer system and implements two steps of questionnaire investigation to ensure the validity of the indexes. After reviewing the literatures in the field of corporate reputation research, this dissertation defines the concept of corporate reputation from customer's point of view and raises the concept of corporate customer reputation. Then according to some researches in the past, the dissertation abstracts the bottom indexes in the evaluation of corporate reputation. After that, the dissertation chooses the beverage Industry as the background and modifies the indexes through the customer interview investigation. Then we implement the customer investigation and use factor analysis and regression analysis to analyze the data. After that, we draw five factors to evaluate the corporate reputation from the customer's point of view. They are customer-oriented factor, product relatives factor, social responsibility factor, innovation factor and management factor. Using the conclusions drawn from the first investigation, we carry out the second customer investigation and validate the outcomes of the first investigation.In the aspect of the weight of the indexes, we combined method of the objective statistics analysis and the subjective expert investigation. Based on the outcomes of the second factor analysis, the dissertation figures out the quantitative relations between the five factors and its bottom indexes. Then we carry out the expert investigation and use AHP method to quantify the weight of the five factors. After that we work out the quantitative corporate customer reputation model. At last, the dissertation briefly explains the model, uses it to analyze many practical situations and gives suggestions of the further study.